Coca-Cola Rethinks Smartwater Marketing with Aniston’s Return

Smartwater is making waves again, reuniting with Jennifer Aniston for a new campaign that launched on June 17. The ads, running 15 and 30 seconds, give viewers a playful behind-the-scenes look at a commercial shoot and will appear across online video, OTT, out-of-home displays, audio, and social media.

This campaign reflects Coca-Cola’s broader marketing transformation, emphasizing authentic storytelling, highly targeted media strategies, and creative customization. Shakir Moin, President of Marketing at Coca-Cola North America, explains: “A brand is a promise wrapped in an experience inside a memory.” For Smartwater, that promise centers on purity, crispness, and a stylish, culturally relevant identity.

With Smartwater already in 40% of U.S. households, Coca-Cola aims to engage the remaining 60% through marketing that resonates personally. Aniston’s return taps into nostalgia and pop culture, referencing her iconic “Friends” line—“we were never on a break”—which appeals to longtime fans and new viewers alike.

Photo Source: The Coca-Cola Company

The campaign was created by WPP Open X, led by VML, with support from Grey, Ogilvy New York, Publicis, and United Talent Agency. Coca-Cola’s evolved media approach, called “de-averaging the marketplace,” targets consumers based on brand engagement and consumption habits, ensuring messaging reaches the right people, in the right way, across different platforms and regions.

Nearly 70% of Coca-Cola’s media spend is now tied to measurable purchase outcomes. Creative is also tailored to specific markets and platforms, allowing the brand to deliver more relevant, effective messaging. Generative AI is being selectively used to streamline production and improve creative precision, though Smartwater’s campaign leaned more on traditional methods.

With Aniston back in the spotlight and Smartwater’s marketing approach more sophisticated than ever, this campaign highlights Coca-Cola’s ability to blend celebrity appeal, data-driven strategy, and creative storytelling—keeping the brand stylish, culturally relevant, and connected to consumers.